Only very few people in the marketing field understand just how radically their industry is about to change. The same way programmatic buying radically changed the face and efficiency-levels of online advertising through real-time bidding, blockchain tech will radically change a number of information marketers are able to process and translate into useful information. A great article about this explaining in much more detail in the following: https://www.mlgblockchain.com/use-case-advertising.html
Right now the information we use to analyze and segment target markets is offered in Silos. FB, Google, and separate websites all offer their information at a very high cost. But what if there was a way to get all that information in one place. Welcome to the Brave Browser. This browser allows for users to get paid directly to watch ads, rather than paying the Googles and Facebooks of this world. It blocks the trackers of thousands of websites and hackers and becomes the sole point of information in web browsing. This is only one of many changes we will see over the next few years.
Another interesting change is the rise of social media buying websites such as what Soma.co is currently developing. To add to this, through many upcoming AI technologies, marketers will be able to make use of all this rich information from the blockchain - which tracks every single action/transaction of every person anonymously - offering enough data points for AIs to crunch the big data into understandable and actionable items.
Finally, there are very very exciting projects coming up where users will be able to interact with content and videos in a way that has never been done before. It will allow for efficient product placement to directly and immediately translate into sales.
Customers will benefit by getting ads that are much more directly targeted to them, coming from a pull strategy rather than a push strategy. It will also allow for better referral tracking and analysis of where customers are coming from. It will also make it easier for customers to get curated content and product offers that fit their specific and customized needs.